'Emmys' Sees Surprising Viewership Growth - Up 16% Vs. 2020

After many downturns in viewership, the “73rd Emmy Awards” on CBS had an uptick -- pulling in 16% more viewers to 7.4 million viewers versus a year ago, according to Nielsen’s preliminary national TV measure.

It was the show’s largest audience in three years.

The national TV advertising spend for the awards show was estimated at around $67.4 million, according to iSpot.tv.

In terms of the top individual brands' spend, Kia came in at $7.8 million, followed by Eliquis with $3.2 million, Rybelsus, ($2.7 million); Amazon Prime Video ($2.7 million); and Samsung Mobile ($2.6 million).

The biggest categories were automakers ($9.7 million); video streaming services ($6.9 million); pharmaceuticals - diabetes/blood disorders ($6.4 million); pharmaceuticals - cancer ($3.6 million); and credit cards ($3.5 million).

Looking at entertainment advertising, TV networks (including on-air CBS promos) had a combined paid TV spend/media value of $12.6 million (14 spots, 32 airings); streaming services: $9.2 million (seven spots, 13 airings); and theatrical movies: $2.5 million (three spots, six airings).



CBS had 26 airings of on-air promos (16 equivalized 30-second units), while ViacomCBS’ Paramount+ had four airings (three equivalized units). ViacomCBS touted shows including CBS’ “Survivor”, “The Late Show,” “The Neighborhood”, new show “Ghosts”, and Paramount+’ “Queenpins” and “Mayor of Kingstown”; as well as Showtime’s “Dexter: New Blood”.

Among media companies' movie studios and TV platform services: 20th Century Studios, Warner Bros, Universal Pictures, FX Network, Showtime, HBO, Amazon Prime Video, Peacock TV, Disney+, Netflix, each had two 30-second spots.

Amazon Prime Video had four equivalized 30-second units. HBO Max had one 60-second airing, profiling a number of its shows.

The average cost per 30-second unit ranged roughly from $360,000 to $680,000, according to iSpot.tv.

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